Help A Kiwi Make his 77 Portland Brewery Tour Documentary

PDX: Brew City

John Lovegrove–our local Kiwi ambassador who in 2009 visited 34 Portland breweries in one day and documented it on video–is at it again with the PDX: Brew City feature documentary. This time his ambitions are grander and more costly: he will attempt to visit 77 Portland breweries in one day (in recognition of the Portland Trail Blazers’ famous 1977 NBA Championship) and tie that in with interviews with Portland industry luminaries in an attempt to discover why Portland is Beervana. To accomplish his goals and finish the documentary, John has launched a phase one IndieGogo crowdfunding campaign. We at the New School are usually down on Kickstarter and other crowdfunding gambits, but not this one. John is not trying to get the public to fund a business; it’s more of an artistic endeavor, and perhaps even more importantly, he is only asking for $777. Surely The New School audience can throw down to achieve this goal in no time, right?!

Joining him (but not for long) on his attempt at 77 different breweries in a day is local beer writer and New School contributor Brian Yaeger, who doubts the feat can be accomplished. I have my doubts as well, but John is only going to have one ounce at each establishment, and I assume most will be ready for him so he can walk in, shoot it, and walk out. So it just might be possible. Your help in the fundraising is not to cover his drinking expenses; it pays for the gas money, equipment rental, and a cameraman.

Rewards for backers range from PDX: Brew-City pint glasses and t-shirts to the chance to meet him at one of his brewery stops or even engage in a private 5 stop pub crawl, with John footing the bill. Here is the IndieGogo campaign video.

And here is his 2011 short video chronicling his 2009 brewery tour of 34 area breweries:

Samurai Artist
Samurai Artist

Founder of The New School and most frequent contributor Ezra Johnson-Greenough has worked in the craft beer industry for almost 10 years, doing everything from illustrating beer labels to bartending at renowned beer bars and breweries like Belmont Station, Apex, Laurelwood and Upright Brewing. He has also had a hand in creating events like the Portland Fruit Beer Festival, Portland Beer Week, and the Brewing up Cocktails series. He is available for freelance consultation in marketing, events, graphic design and branding. Contact:


  • John Lovegrove
    John Lovegrove
    Fri Aug 7, 2015 3:38 PM

    Wow, thanks New School! That’s really awesome of you! Looks like someone just earned themselves an Executive Producer Credit! (With that and $1 you can buy yourself a beer at Splash!)

    • Gordon Moyle
      Gordon Moyle
      Fri Aug 7, 2015 6:25 PM

      Very reminiscent of the University of Auckland Engineering Society annual pub crawl of the 1960,s when the Engineering School was rusticated at Ardmore.

    • Mark
      Sat Aug 15, 2015 8:06 AM

      Not sure what this does to enhance or promote the great work of all the craft breweries in Portland, is this about pubs or Breweries and the business of making great beer or just drinking it?

      On the surface it looks like an excuse to go on a pub crawl and maybe fund some amateurish documentary – having watched the last video they made thats how it appears to me plus how do we know they did 50 breweries in 2012 and why has it taken 6 years to make a short documentary ?? I have my doubts about the real motivation behind this??!!!!

      He should also watch his trade mark infringement – he has broken a couple and one is big player in town!!!

      • Thom
        Mon Aug 17, 2015 1:15 AM

        Hi Mark,

        I’m Thom, the filmmaker behind John. I appreciate your concerns and comments.

        How does going to 77 breweries in one day enhance or promote craft breweries in Portland? It doesn’t. It’s not the point of the film. It does demonstrate the sheer number of breweries in Portland much better than listing them one by one on a screen. And, it does it in an entertaining way. If I feel it detracts from the documentary, I won’t use it.

        In the end, we need no excuse to go on a pub crawl. In fact, the amount of beer consumed on the trek hardly even qualifies as a pub crawl. It’s more about logistics and getting from place to place to place and demonstrating the quantity of breweries our fine metropolitan area has.

        You have to remember we are in the very early stages of putting this together. I’ve been working on this film for two months, not six years. Yes, I have footage from that night six years ago and another night a few years later. I would be remiss not to use it if it serves a purpose. It is a snapshot in time in the scene. I will use whatever footage that makes sense to tell a good story.

        I agree, the footage from 2009 and edited in 2009 is amateurish. The motivation behind back then was so friends could revel in our ridiculous notion that back in 2009, we could go to 34 Brewpubs in One Day and laugh at us. I shot it with no intention other than it might live on YouTube. However, it also serves a purpose in what we are trying to accomplish now and it is my challenge as a filmmaker to use it and make it mix with all the new footage I am currently shooting.

        You have the right to doubt our motivation. You have the right to doubt that we accomplished the feat of 50 Breweries in One Day a few years later. All you have is our word that we did it. (I do have hours of footage compiled on both attempts to back up our word, but that’s inconsequential.) You can choose to believe or not. It makes no difference to me.

        At this point, I’m just going to ask you to reserve judgment until there is a final product in place. I’ll leave you with this, when we did 50 Breweries in One Day, I didn’t do anything with the footage because there wasn’t a story to be told except that here were two idiots going to a bunch of breweries in one day again. This is why, when John said he wanted to do 77, I emailed him this:

        “If I am to do this again, I’d like to make this more of a documentary of Portland Craft Brewing with your journey as the storyline that ties it all together. The biggest thing we need is interviews with the brewers of town. And, we need to do several of them before we take on the task of visiting all 77. We also need to identify people within the world of Portland Craft Brewing that can add interesting insight to help make it worth seeing. I see these being the originators behind the movement.”

        And, that’s exactly what we started doing in June. I know haters gonna hate, hate, hate on the Internet, but if you still have concerns, you can feel free to email me at